Theme 1.4 New media & advertising

New media, such as social networks (e.g., Facebook and Instagram), blogs, vlogs, branded apps (e.g., Tinder and Snapchat), brand websites, emerge at a fast pace. In this theme we investigate uses and perceptions of new media, and consequences of new media marketing strategies. Emergent media raise questions like: How do characteristic features of new media (interactivity, mobility, social connectivity, dialogue, augmented reality) influence the persuasiveness of new media advertising strategies? Are new media (versus traditional) advertising strategies more effective? How do consumers evaluate advertising in these new media? Are consumers for instance more skeptical towards blog and retargeting advertising? How do uses and motivations differ between new media? Do consumers have persuasion knowledge about advertising techniques in new media?

Further readings:

  • Van Noort, G., Antheunis, M. L., & van Reijmersdal, E. A. (2012). Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism. Journal of Marketing Communications, 18(1), 39- 53.
  • Voorveld, H. A., & van Noort, G. (2014). Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses. Journal of Creative Communications, 9(3), 253-268.
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.